Celebrity Endorsement in the fashion industry (march 2010)

Résumé du document

This is an investigating research and the context of this research is Celebrity endorsement in the fashion industry. The research is dived up into two main objectives to help understand the effectiveness of celebrities in the fashion industry. It also aims to prove the hypothesis "Celebrity marketing seems to be really effective in the fashion industry among 18-25 years old French and Irish females." To do so secondary information has been gathered and summarized in a literature review and a primary research has been performed by author.

Celebrity endorsement in the fashion industry is a contemporary topic and the conclusions of this research are intended to provide understanding about what it is and how it is efficiency. Celebrity endorsement is a known way to advertise in the fashion industry. To be really useful, the choice of a celebrity has to be studied and to be appropriateness to the brand.

If so, the celebrity can seriously help to attract consumers to the brand and help to interest consumers into the brand. Thus, their purchase decision can also change but this is not always the case. The information conduct is fully stated in findings and analysis and made deeper in the conclusion. Additionally the author recommends further research in more specific areas.

Nowadays, people can get closer to their idols via intrusive media. Nevertheless, they still represent an idealization of life, the perfection and most of consumers of the fashion industry want to be as their idols. So they have power over consumers about fashion style: they are considered as reliable arbiters of taste.

Thus, the benefits of celebrity endorsement are as blinding as a spotlight: stars give brands a well-defined personality and bring with them a fantasy world to which consumer aspire. (Mark Tungate, 2008). In order to answer the research hypothesis "Celebrity marketing seems to be really effective in the fashion industry among 18-25 years old French and Irish females" the research will examine females consumers between 18 and 25 years old to create a better understanding and provide guidance about consumers towards celebrity endorsement.

Two central objectives belong to this project:
- To investigate consumer attitudes towards Celebrity Endorsement among 18-25 years old French and Irish females.
- To investigate purchase behaviour in relation to Celebrity Endorsement in the fashion industry among 18-5 years old French and Irish females.

Extraits

[...] To investigate purchase behaviour in relation to Celebrity Endorsement in the fashion industry among 18-5 years old French and Irish females. Research Design Strategy In marketing Research, problem design strategy belongs to the second stage in marketing research process. research design is an overall blueprint, guideline, or framework for the rest of the research process to facilitate later decisions that need to be made” (Domegan and Fleming, Marketing Research in Ireland, 1999). It is a plan of action to guide our marketing research. [...]

[...] Indeed, the major objective is to describe the market phenomenon between Celebrity endorsement in fashion industry and the consumers. Moreover, the author has already knowledge about the problem definition and he wants to specify this type of advertising and its effect. It is about showing a relationship between two or more variables (Kinnear and Taylor, Marketing Research: an applied approach, 1996) which are Celebrity Endorsement in the fashion industry and purchase behaviour of consumers. Data Collection Methods In order to gathered the required information, the researcher commands of two sources of data: Secondary data and primary research. [...]

[...] Moreover, the woman Fashion Industry represents two times more value than the men fashion industry. (Mark Tungate, 2008) The age bracket chosen is due to the fact that they also are the preferential target of the Fashion Industry according to Le marketing adulescent (2005). The access point is the street and place of shops (shopping center) in 2010. There are two sampling methods, Probability and Non-Probability. According to Domegan & Fleming (Marketing Research in Ireland, 1999), Probability is a type of sampling where each unit has a known chance of being selected. [...]

[...] According to the results percent of recipients think that a celebrity who endorses a fashion brand or a product is doing it just to make money and 28 percent think that it is just a way to have more publicity about her and to be more visible. Figure 1. Do you think that celebrities in fashion advertising help you to remember the brand and to be interesting in? According to the research, when a celebrity endorses a product in the fashion industry, the recipients are agree to say that it can attract them against only 10 percents who are disagree. [...]

[...] (about the print advertisement) Figure Do you want to purchase the fashion product/brand after watching the celebrity endorsed advertisement? Figure Will you purchase the product because of the endorsing celebrity? Acknowledgements First of all, I would like to express my immense gratitude to my supervisor . for her help during this project and to show me the way to do it. I would also like to thank my teacher . without whom I would not have been able to lead this project. [...]